Earnshaw's | Infants', Girls', Boys' Wear Review | 2009 • November/December

INFANTS’, GIRLS’ & BOYS’ WEAR REVIEW

Positively Delightful Joyous Hues Propel Spring’s Retail Rebound

NOVEMBER/DECEMBER 2009 $5.00

All-Star Lineup The 2009 Earnie Awards Honor Industry MVPs Slumber Party Bedding-Sale Tips from the Pros Buy & Buy Looking Ahead to the 2010 Markets

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CHILDREN'S CLUB JANUARY10.11.12

MARCH7.8.92010

JACOB JAVITS CENTER

T.212.759.8055 F.212.758.3403 CHILDRENSCLUB@ENKSHOWS.COM

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EDITORIAL Caletha Crawford Publisher & Editor in Chief Leslie Shiers Managing Editor Melissa Knific Features Editor Jacqueline Micucci Contributing Editor Angela Velasquez Editorial Assistant Del-Ann Henry Editorial Intern

Coming in January...

Nancy Campbell Creative Director Trevett Neal McCandliss Art Director

ADVERTISING Erwin Pearl Vice President of Sales ext. 17, epearl@symphonypublishing.com Rita Polidori O’Brien Advertising Manager ext. 31, robrien@symphonypublishing.com Caroline Diaco Special Accounts Manager ext. 18, cdiaco@symphonypublishing.com Jennifer Craig Special Accounts Manager ext. 19, jcraig@symphonypublishing.com Alex Marinacci Account Executive ext. 10, amarinacci@symphonypublishing.com Patrick Thomas Sales Representative, Canada (514) 383-0916, pthomas@symphonypublishing.com Maureen Johan Classified Sales (781) 453-9310, mjohan@symphonypublishing.com Laurie Guptill Production

A D M I N I S T R AT I O N

★ Present Principles The rules for stocking gift items

★ Head of the Class School uniforms keep pace with fashion

★ Major Step Expert tips for selling department stores

Melanie Prescott Circulation Manager Sanford Kearns Webmaster

★ Winter Wear

EDITORIAL AND EXECUTIVE OFFICE

The new look in outerwear

8 West 38th Street, Suite 201, New York, NY 10018-0150 Tel. (646) 278-1550, Fax (646) 278-1553 nyeditorial@symphonypublishing.com CIRCULATION OFFICE 21 Highland Circle, Needham, MA 02494 Tel. (781) 453-9310 ext. 24, Fax (781) 453-9389 circulation@symphonypublishing.com

SYMPHONY PUBLISHING NY, LLC CORPORATE HEADQUARTERS 26202 Detroit Road, Suite 300, Westlake, OH 44145 Tel. (440) 871-1300

Xen Zapis Chairman Lee Zapis President Rich Bongorno Chief Financial Officer Sid Davis Group Publisher

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Nov./Dec.

VOLUME 93, NUMBER 11

Spiritually inspired infant wear and accessories

39 ON THE COVER: Tank and skirt by Tralala; legwarmers by Huggalugs; Pampili shoes. THIS PAGE: Tee and skirt by Love U Lots by Mulberribush; knee socks by Pork Chop Kids. Photography by Matthew Hranek.

Fashion editor: Caletha Crawford.

“Every good and perfect gift is from above.” -James 1:17

NEWS

FE ATURES

8 Apparel 10 Licensing

22 Caught in the Web Online sales of children’s bedding have taken off, leaving brick-and-mortars dreaming up new selling tactics.

C O LUM N S

26 Viable Markets The industry’s trade shows and market centers share how lessons learned this year will direct plans for 2010.

12 13 14 16 20

Little Steps Coast to Coast What’s Selling Pampered Unwrapped

IN E VE RY I S S UE

7 Editor’s Letter 15 Calendar 55 Where to Buy 55 Ad Index

www.hisgem.net Phone: 636-207-8438 Phone: 573-824-5517

29 Above & Beyond The 2009 Earnie Awards celebrate retailers’ picks for the best designs of the year.

FA S H I O N

39 Pixel This Designers resort to color therapy for spring in an effort to restore joy to boutique collections.

56 I Spy Tie-dye evolves with sophisticated colors and patterns.

EARNSHAW’S INFANTS, GIRLS AND BOYS WEAR REVIEW ISSN 0161-2786 (USPS-320-090) The business and fashion magazine of the children’s wear industry is published monthly (except for bi-monthly November/December edition) by Symphony Publishing NY, LLC, 8 W. 38th Street, Suite 201, New York, NY 10018-0150. The publishers of this magazine do not assume responsibility for statements made by their advertisers in business competition. Periodicals postage is paid in New York, N.Y. and additional mailing offices. Subscription price for one year: U.S. $48; Rates outside U.S. available upon request. Single price copy, $5. Copyright 2009

by Symphony Publishing NY, LLC. Postmaster: Send address changes to Earnshaw’s Infants, Girls and Boys Wear Review, P.O. Box 8548, Lowell, MA 01853-8548. Publisher is not responsible for unsolicited manuscripts or photos. Any photographs, artwork, manuscripts, editorial samples or merchandise sent for editorial consideration are sent at the sole risk of the sender. Symphony Publishing NY, LLC will assume no responsibility for loss or damage. No portion of this issue may be reproduced without the written permission of the publisher. Printed in USA.

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editor’s letter THINKING AHEAD Taking stock of lessons learned.

Adults are not usually the ones who want time to speed up . It’s kids who ar e anxious for the days, months and years to roll by so they can finally star t school, enter double digits and ev entually get their driv er’s licenses. When y ou’re little it seems like time moves slowly, but as adults w e always seem to be playing catch-up thanks to a clock that’s always ticking.

This year, however, has been different. In fact, lots of gr own folks ar e wishing 2009 away. And who can blame them? F or most of us, the y ear has meant wor king twice as hard just to sur vive. It’s no fun, but tough times can be instructive. For those who pay close attention to how things have changed and ho w these changes hav e affected business, 2009 may pr ove a beneficial milestone in the end. S o while w e all look ahead to 2010’s potential, w e should take

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a moment to look back on the lessons the past year was trying to teach us.

Leading that charge ar e trade sho w organizers, who recognize the commitment retailers demonstrate each time they leav e their shops for a buying trip . B ased on feedback and their own observations of the market, organiz ers ar e r edoubling effor ts to attract both wor thy exhibitors and qualified buy ers; enhancing sho w-related events and ser vices; and offering deals wherever possible. “ Viable Markets” (page 24) outlines these plans and giv es insight on the thought that goes into each event.

Bedding r etailers, hit har d b y online competition, hav e gotten cr eative in their efforts to salv age the categor y in their stores. “Caught in the Web” (page 22) shows that these shop owners are unwilling to let the business go else where. I nstead, they’re adapting their appr oaches, picking their selections mor e wisely, settling for smaller margins and killing their customers with kindness and ser vice. It means mor e

work and dedication, but the effor ts ar e paying off.

This y ear’s Earnie A ward winners w ere clearly thinking ahead when they put together their 2009 collections. H aving evaluated retailers’ increasingly demanding needs fr om ’08, they answ ered with superior customer ser vices and collections that were exemplary in design, quality and price. I n “Above & B eyond” (page 28), manufacturers giv e v oice to the choices that lead to success in these rocky times.

Caletha Crawford Publisher & Editor in Chief

11/4/09 8:57:46 AM

apparel news

T-Bags Little

Pixie Bows

Blindmice

Eco Bella Bello Rosabianca Design

NEW LINES • O ffering sw eet simplicity with a modern twist, Pixie Bows bows a fr esh collection of hair accessories for ne wborns to 8-y ear-old girls. The Macon, Ga.- and Laguna N iguel, Calif.-based brand featur es four gr oups: baby snaps (1-inch snap clips decked out with ev erything fr om organza, cr ocheted and studded flo wers); flo wer clips (alligator clips that include gr osgrain ribbon and flower details); felt clips (snap clips with cut-out icons ranging fr om mushr ooms to elephants); and bo ws (1 3/4-inch alligator clips combining v arious ribbons with embellishments like popsicles and ladybugs).

Wholesale prices run $2.75 to $6.Visit www. pixiebows.com. • A tlanta-based Blindmice solves the lost sock dilemma with a mixand-match sock collection. The 21 complementary color and pattern combinations— including houndstooth, herringbone, polka dots and gingham in raspberr y, tangerine, lime and mor e—are offer ed in thr ee and five packs. They ar e av ailable in thr ee siz es 8

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to fit childr en 0 to 36 months. Borr owing design technology fr om per formance athletic styles, B lindmice ensur es the socks— which hav e hand-linked toe seams, ar ticulated heels and soft tops—won ’t impede circulation y et won’t fall off a child ’s feet.

Wholesale prices run $4.50 to $7.Visit www. blindmicesocks.com. • Known for its women’s line that launched in ’01, T-Bags of Los Angeles intr oduces two takedo wn lines for girls: T-Bags Little for siz es 0 to 6 y ears and T-Bags G irl for 7 to 14 y ears. Combining comfort with sophistication, the collections feature original prints in terr ycloth, tie-dy e gauze, voile, rayon/spandex blends and cotton knits. Silhouettes include a romper with tie straps, a navy halter dr ess with whitetrimmed button pockets, bloomers, maxi dresses, suspender shor ts, tunics, a z ebra print-inspired one-piece with tur quoise trim and mor e. Prices wholesale fr om $10 to $45. Call (323) 225-9525. • Aiming to fill a niche in eco-friendly special occasion w ear, Rosabianca D esign of N ew York offers a collection of high-end baptism, flo wer girl and par ty dr esses for girls ne wborn to 5 months. Featuring organic cotton, silk, linen, bamboo and water-based paints for

embellishment, the line wholesales for $40 to $90. Highlights include a ne wborn bubble dress with tiny r oses along the waistline; a hot pink tier ed silk dr ess with contrasting white silk trim; a cotton v oile baptismal gown with bab y pleats on the neckline and lace embellishments; and a r eversible cotton dress in white/pink or r ed/yellow combinations. R osabianca also offers teddy bears wearing dr esses that coor dinate with the girls’ designs as w ell as a line of decorativ e hand-painted pillows. E-mail rosa@rosabiancadesign.com or visit www.rosabiancadesign. com. • Juliette S unshine of Los Angeles bows a fashion-packed eco-friendly clothing line for girls ages 12 months to 6 y ears. The line features brightly colored organic cotton, bamboo and vintage prints to cr eate a r etro bohemian look. P ieces can be dr essed up or down and include a mod two-pocket tank dress with daisy embellishments, wide-leg pants with bir d and flo wer motifs on contrasting color pockets, a dr op-waist, shor tsleeve dress with a heart screenprint, a tiered patchwork skirt, a ruffled tunic dress with tie straps and more. The line ranges from $10 to $34 wholesale. E-mail info@juliettesunshine. com or visit www.juliettesunshine.com. earnshaws.com

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Li & Fung Purchases Kids Headquarters Global sourcing company Li & Fung of Hong Kong has acquired Wear Me Apparel LLC, known to the industry as Kids Headquarters, in a deal reportedly worth up to $401.8 million. The acquisition of the N ew York-based manufactur er of childr en’s and young men’s clothing is said to be Li & F ung’s next step in gr owing its U.S. business, as it is now the corporation’s sixth division within the United States.

Bruce Rockowitz, president of Li & F ung (Trading) Limited said the acquisition represents a “tremendous value proposition for all involved.” He added, “We will continue to pursue our acquisition strategy, and this deal is only one of the many opportunities that we are currently looking at.” Kids Headquarters serves department stores and mass merchants across the country and has a portfolio of licensed and proprietary brands, priv ate labels and character pr operties that include Calvin Klein, D isney, Hurley, Marvel, Rocawear, Timberland, U.S. Polo Association and Warner Bros.

Tea Collection Goes Back to Its Roots San Francisco-based Tea Collection has r eintroduced its E ternal Layette collection, which originally debuted in 2002 when the company first launched. “ The first moms outgrew Tea Collection,” noted spokeswoman Krista R einhard. “ We have a whole set of moms that w e want to get in fr ont of.” The six E ternal Layette pieces are made of Pima cotton and come in either pearl pink or dove gray; prints feature a lotus flower design. Items include a footed one-piece, a wrap jacket, pants, a sw eater jacket with mother-of-pearl buttons, and a swaddling blanket. The collection is for sizes 0 to 6 months and wholesales for $4 to $20.

In addition, Tea Collection r ecently debuted a line of sleep wear for siz es 12 months to 6 years. All five prints (three for girls and two for boys) are Asian inspired, with designs ranging fr om dragons to chr ysanthemums. The wholesale price of the sets is $16.50. Call (866) 374-8747 or e-mail info@teacollection.com.

Icky Baby Makes a Comeback After a y ear off , I cky B aby of Laguna B each, Calif ., relaunches with a tight spring collection for 0 to 24 months. President Kate S omerset said I cky B aby has found its str engths. “We’re going to come back better , stronger and smar ter,” she said. The company has also hired Megan Cooper, formerly of B aby Gap and J anie & Jack, as vice president of production.

The spring line featur es Icky Baby L uxe Essentials, layette basics with original mix-and-match prints (peace signs and oversize flowers in pink/brown/white for girls and peace signs and cars in light blue/gray/navy for boys), as well as boxed sets. The brand also reintroduces its line of laminated bibs, ar t smocks and placemats.

Icky Baby has lowered its wholesale prices to $12 to $25.

For Fall ’10, the company will add 0 to 4T fashions.

Call (949) 715-4770 or e-mailcontact@icky.com.

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11/4/09 9:00:33 AM

licensing news Flyers Group Picks Up Ben Sherman Kids

Hot Properties

Ben Sherman has tapped F lyers Group PLC, a London wholesaler of childr en’s fashions, to pr oduce its children’s apparel under a global licensing agr eement. Flyers’ Ben Sherman product will hit for S pring ’10 with a collection for boys 1 to 13 years. Buzz D annenfelser, who is r epresenting the line in N orth America, said Flyers has aimed to encapsulate the brand ’s iconic musical roots and build on the popularity of the men ’s wear’s signature British styling. The initial kids ’ collection includes graphic tees, plaid and checked shor t-sleeve buttondowns, nylon and wo ven zip-up jackets, argyle sw eater vests and cargo shor ts with an aesthetic that bridges pr eppy and athletic.

The line will expand for F all ’10, offering up to 160 semi-casual y et classic spor tswear pieces. Ben Sherman Kids wholesales for $13 to $40 and is aimed at better depar tment and specialty stor es. Call (212) 695-5151, e-mailkidsatbensherman@gmail.com or visit www.flyersclothing.com.

• 4 Kids E ntertainment has named Hackensack, N.J.-based SGI A pparel as a bo ys’ sleep wear licensee for its Chaotic brand, featuring characters from the children’s trading card game.

SGI A pparel will pr oduce pajamas, sleep pants, robes and blanket sleepers

Dressing Up Bébé Bon B ébé and B rooks Fitch A pparel Group, both headquar tered in N ew York, ar e partnering on a line of Bon B ébé dresses and dr ess-up sets for ne wborns, infants and toddlers. René Rofé, CEO of Bon B ébé parent International Intimates Inc., said Brooks Fitch’s customer base for lay ette, sleep wear and playw ear will help Bon B ébé r each a wider audience, while Brooks Fitch CEO Eli J. Safdieh noted his company is looking for growth opportunities despite the economy. The dresswear line will be targeted at major department and specialty stor es in the U nited States and Canada. Call B rooks Fitch at (212) 239-1536; contact Bonébé B at (212) 695-6732 orwww.bonbebeworld.com.

Tawil Takes on Buffalo Tawil Associates of New York has picked up the children’s wear license for the contemporar y denim label B uffalo

by David Bitton. Company pr esident Edward Tawil said the company will offer a soft launch aimed at department stores for S pring ’10, following up with a br oader assortment for fall. “B uffalo b y D avid Bitton is curr ently the hottest brand for the millennial customer at the depar tment store level of r etail,” he said, noting the ne w kids’ line will featur e the same look, though not strictly takedowns. “We are keeping it in the Buffalo spirit.”

According to Tawil, the launch will featur e sportswear with a “ young r ock influence with pr eppy elements” for girls and bo ys siz es 4 to 20. Look for jeans and fashion bottoms, hoodies and tees, plus some v ests and outerwear pieces. The company may extend the line to infant/toddler sizes in 2011,Tawil noted. Call (212) 279-3211.

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SGI Apparel’s Chaotic sleepwear

to be sold as hanging sets or separates. The line, which will wholesale for $7 to $9, is aimed at mid-tier and mass retailers and will launch for F all ’10. Call (201) 336-1700. • Guess has extended its kids ’ licensing agr eement with New York’s Mayime Brothers to include children’s swimwear. Available for girls 12 months to size 14 and boys 12 months to siz e 20, the debut line includes one- and two-piece suits, gauze wrap skir ts and co ver-ups for girls, and rashguar ds, tr unks and a polo-style swim top for boys. The collection wholesales for $13.25 to $19.75 and will be distributed to retailers that currently sell the G uess Kids brand.

Call M ayime B rothers at (212) 2794150. • Perry E llis I nternational has granted a license to M illennium Apparel Group (MA G), a division of New York-based A djmi A pparel, for its Jantzen brand. MA G will design, manufacture and distribute girls ’ swimwear in siz es 4 to 16 in the U.S. market. The line will include swimsuits, boar d shor ts, rash guar ds and cover-ups and will be distributed via department stor e and specialty spor ts channels. P roduct is set to debut at retail in J anuary 2010. Call MA G at (212) 239-1073.

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“ True Religion Brand Jeans would like to thank our retailers for selecting us as the best jeans for 2009. Thank you for your support!”

— Jeffrey Lubell, CEO, chairman and creative director

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L I T T L E S T E P S Footwear Retail and Style

Get Into Character If th ey can ’t p lay w ith their f ood, k ids c an at least p lay w ith th eir shoes. That’s the idea behind Weboo Footwear, a new ven ture f rom the toy i ndustr y v eterans responsible fo r m uchloved pl aythings a s Super Soa ker wa ter g uns and t he “ talking” Teddy Ruxpin bear, who are marrying playful 3-D uppers shaped as child-friendly characters with sole constructions protective and sturdy enough for everyday use.

The brand’s initial shoe and sandal styles include handpainted puppies, d inosaurs, s harks a nd p onies plus t he c ompany’s sp iky “Weboo” logo character, each crafted with intricate design details such a s gl ow-in-the-dark ey es, s piny o ffshoots a nd p ieces t hat move as the child walks. But A lex LaFazia, who heads sales and marketing of t he S anta M onica, C alif.-based b rand, pu ts e qual emphasis on the shoes’ structure, which involves technologies

found in athletic product and a WeFit System developed after significant r esearch a nd di scussions wi th p ediatricians, p odiatrists and shoe engineers. While Weboo’s team comes from a toy background, “we’ve spent the last year and a half figuring out what we didn’t know, making our shoes good for kids’ foot development,” LaFazia said. The uppers a re manufactured in a to y factory a nd the s oles a re m ade i n a s hoe f actory. T he re sult? N on-marking, playground-ready soles and ventilated, protective, f lexible uppers lined with a Lycra sock that allows enough give to accommodate growing feet.

LaFazia s aid s even ne w s tyles w ill jo in t he o riginal n ine f or Spring ’10, and other silhouettes are in development. Zappos and Nordstrom have already picked up the brand, and LaFazia believes the uniqueness of the product is drawing attention. “Buyers seem to be refreshed,” he s aid. “ They say, ‘Here’s something I h aven’t seen every day for the last 10 years.’”

Weboo s hoes w ill b e av ailable i n si zes to ddler 6 to a you th 2 for spring. The wholesale price is approximately $21 for shoes, $19 for sandals. In addition to s hoe stores, t he company is targeting gift stores and nontraditional retailers. Call (818) 782-7415 or visit www.webooshoes.com. —l esl ie s h ier s

A Fresh Spin Pampili, a Brazilian lifestyle and footwear fashion brand for young girls, takes a cue from Anna Pavlova for spring, putting a new spin on ballet flats with its Twist Dance line: shoes with a special twirling disc on the bottom that lets little girls do pirouettes aplenty.

“Everybody wants to have fun, and kids want something different,” s aid M arianne C ampagna, n ational s ales re p f or P ampili, which is being distributed by East Farmingdale, N.Y.-based Unitrends USA. “I’m hoping it’s going to bring some real excitement to the pre-teen market.”

The Twist Dance technology is similar to that of Heely’s in that the rotary mechanism (this time located under the ball of the foot) is only engaged when the child wants it to be, Unitrends president Danny Portela explained. That means kids can run and jump safely while wearing them. “The shoes are highly tested,” Campagna assured. Pampili is launching the concept with bright ballerina flats and sneakers in funky prints with sequins and other girl-friendly details; other styles—including a b oot silhouette—will be added in f uture seasons. “ They’re so dog gone cute a nd f resh a nd f un,” Campagna said. “[Pampili is] not afraid of color or to embellish.”

Buyer re sponse h as b een g reat, s he a dded, not ing Journey’s w ill

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launch the line and several other majors are on board as well.

The Twist Dance line is offered in U.S. sizes 9 to 4, although Pampili’s b road over all r ange f or g irls s tarts i n i nfant si zes and g oes up to a si ze 5. “ The l ine i tself h as a lot of le gs,” Portela s aid re garding d istribution. “ This b rand c an p retty much satisfy any market.” Call (631) 390-9081 or visit www. unitrendsusa.com. —l .s.

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C O A S T TO C O A S T Spotlighting Fashions Nationwide

C2C

Kid at Heart

Quick Change Artists Cute a nd sm art i s a n u nbeatable c ombination. T hat t ruism i s e xemplified by t he debut l ine f rom Polka Dot Tot Couture called Lil’ Dribblers, which provides an intelligent and fashionable answer to kids’ propensity to wear their food. Friends M ai-Lis B ahr a nd Meghan H ampton set a bout f inding a s olution to t his c ommon o ccurrence and de cided to de sign a l ine t hat i ncorporated t he p racticality of bibs w ith the s tyling they desired. E nter L il’ Dribblers: coordinating attachments that button onto the bodice or yoke of each garment, making for interchangeable and chic problem solvers.

“We’re b oth mot hers, a nd e very t ime we wou ld le ave the hou se ou r c hildren wou ld h ave a me ss dow n t he front of t heir c lothes. We w anted a s olution t hat d idn’t involving c hanging t heir ou tfits o r u sing a t attered b ib,” Bahr e xplained, adding t heir t arget cl ientele is on board.

“Moms love t he ide a of L il’ Dr ibblers. We do n’t re ally need to explain the concept to them at all.”

The p air c all t he g arments “ fashionably de ceptive,” and they are, allowing moms to appear to have perfectly dressed tot s at a ll t imes. F or sp ring, L il’ Dr ibblers a dorn classic bodies like bubbles, pinafore dresses, jon-jons and swing tops paired with pantaloons or bloomers. Pastel solids intermix with aqua geometric prints, seersucker stripes and bold florals in soft pinks, aqua and fuchsia. Many of the c olors a nd prints work together for e asy brother/sister dressing. Plus, the Lil’ Dribblers are monogramable.

The l ine, w hich i s m ade i n t he US A, sp ans si zes 0 -3 months up to 4T and wholesales for $33 to $42, depending on the number of L il’ Dribblers with each ensemble. Call (704) 287-6493 or visit www.polkadottotcouture.com.

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A h appy c hildhood m akes for a h appy c lothing l ine.

Maryellen K ane, f ounder of Olive J uice, t hreads her ow n warm me mories i nto he r six-year-old c ollection fo r babies, b oys a nd g irls. T he Philadelphia-based br and delivers r ich textures, s ophisticated co lors a nd in tricate designs me ant to en hance the l ighthearted s pirit o f children. “ Olive J uice i s p art of t he en vironment w hich we h ope e ncourages f amily time a nd pl ay t ime, d reaming a nd le arning, f riendship and love,” she added. After 10 years in the New York design scene and jobs at J. Cre w and Abercrombie & Fitch, Kane shifted her attention to children’s wear while working for Ralph Lauren. In her latest collection, K ane concentrates on silhouettes a nd details from yesteryear with plenty of sporty stripes and pockets for summer treasures—styles she dreamed up while renting a Virginia farmhouse last summer.

For babies 6 months to 3 years, Olive Juice’s Spring ’10 basics (including round-collar bodysuits and solid cotton long-sleeve t ees) c omplement s leeveless p oplin r ompers, white or blue puff-sleeve blouses, and print rompers with ruffle hems and a hint of ’40s vibe. For boys up to 8 years, white, gray, navy check and china blue woven button-up tops in long- and short-sleeve styles pair up with drawstring c anvas pants a nd shorts. Tried a nd t rue boatneck tees, cap-sleeve tops and pullover hoodies are offered for girls up to size 12, with some styles extended to size 16 for the first time this season. Other girls’ styles include a group of casual striped cotton dresses, colorful cardigans, a f lutter-sleeve s weater, a p leated sc hoolgirl sk irt a nd a t ailored s weater d ress. Br ights—such a s le mongrass, orange, bl ue, ye llow, s hades of p ink a nd l avender—can be mixed with more subdued shades like white, tan, cream and gray. Wholesale prices range from $18 to $30.

Call (877) 655-4375 or visit www.olivejuicekids.com.

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WS

W H AT ’ S S E L L I N G Maine

Girlfriends Little Joules

CR Kids

Ms. Lulu’s Boutique

Ruth Foster’s

The Mad Hatter

Located in Portland’s bustling shopping district, this three-year-old store has come a long way from its beginnings as a women’s and children’s gift shop. After noting customers’ requests for more kids’ merchandise, mother and daughter duo Ellen and Sarah Dolloff revamped their 1,000 square feet to offer an array of pintsize fashions and products. Providing a mix that includes christening gowns, PJs and one-pieces, Ms. Lulu’s Boutique makes young and old shoppers feel right at home. “We always want you to feel like you are walking into a closet,” Dolloff said.

As a former politician, Ruth Foster knows firsthand that meeting the needs of the public ensures long-lasting support. Through selling classic clothing for boys and girls plus a wide range of books, plush items and toys, Ruth truly has made her colorful, 2,500square-foot boutique a one-stop shop.

She attributes her store’s success to her ability to find quality clothing her customers can keep for years and pass down from one child to the next. “I like to find good lines and stick with them,” Foster noted. “I’ve been carrying Le Top since I opened and don’t plan to stop anytime soon.”

When faced with the decision of closing or moving from her downtown Bangor location after two years, owner Harmony Allen decided to relocate her shop to Bangor Mall. It turned out to be the best decision she could have made. According to Allen, this vibrant store stocks “unique, quality items that are different from anywhere else.” She believes her staff’s personal attention keeps customers coming back. Her store also benefits from active outreach via social networks, plus a layaway option and free gift-wrap on orders being shipped.

Infants/Toddlers

• Lito: burgundy dresses with green

Girls 7 to 14

• Petit Bateau: fuchsia velour footed

•

sashes Lanz: pink nightgowns with a fairy motif Krickets: gray velour tunic tops and sparkly leggings Hartstrings: brown and turquoise plaid pants and turquoise sweaters with puppy on front Good Lad: black fleece coats with leopard collar CR Kids: black and white striped leggings with layered black skirts, paired with red tops with black and white striped sleeves

•

Boys 4 to 7

rompers with bunnies on the front A Mom Who Knows: white bibberalls with lobster detail Le Top: pink dresses with purple roses Angel Dear: pink chenille jackets Zutano: pink and white striped coveralls Claver: navy sweaters with red lobster on front Hartstrings: denim overalls with tractor detail and coordinating sweater Zutano: owl-print tops and striped leggings Rabbit Moon: aqua running suits with gray polka dots Le Top: bright green corduroy overalls

• • • • • •

•

Girls 4 to 6X

•

Pink Chicken: empire-waist gray and white striped dresses with purple trim April Cornell: red corduroy tiered dresses with lavender flower buttons Little Joules: cream half-zip fleece with red accents Cotton Kids: green corduroy dresses with floral appliqués Flap Happy: pink elastic-waist corduroy pants

• • • •

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November/December 2009

ER_11_12_Whats_Selling_01.indd 14

• • • • •

•

Little Joules: green and blue sweatshirts with red zipper Le Top: brown bomber jackets with emblems Flap Happy: khaki elastic-waist corduroy pants At Home: blue long-sleeve pajamas Claver: maroon sweaters with sailboat on front Hatley: farm-print pajamas; hoodies with a laborador retriever appliqué Good Lad: three-piece dresswear sets in red OshKosh B’Gosh: brown carpenter jeans

• • • • • • •

• Girlfriends: brown and aqua longsleeve dresses with brown tights

• Mallory May: blue long-sleeve

shirts with embellished neckline with coordinating blue and green leggings Lito: sleeveless satin and chiffon tops in silver with sequin embellishments KC Parker: black and white striped racer-back tunic dresses paired with lime green shirts C’est La Vie: sage green corduroy adjustable-waist pants CR Kids: black bolero jackets trimmed in black sequins Puma: brown and pink sweatsuits

• • • • •

Accessories/Gifts

•

Little Joules: light blue wellies with multicolored polka dots; navy wellies with cream stars Blabla: finger puppets and dolls Angel Dear: animal lovees Kidorable: ladybug raincoats, boots and umbrellas Corolle: dolls Pediped: brown boots with pink, lime green and white polka dots Moby Wrap: 100-percent cotton convertible baby carriers Gund: plush musical baby toys Halo: sleepsacks — DEL-ANN HENRY

• • • • • • • •

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Market dates and events

DECEMBER 2-4

FFANY Hilton Hotel & FFANY member showrooms New York, NY www.ffany.org

4-6

TransWorld’s Jewelry, Fashion & Accessories Show Renaissance Schaumburg Hotel & Convention Center Schaumburg, IL (800) 323-5462 www.transworldexhibits.com

JANUARY 2010 6-13

Atlanta International Gift & Home Furnishings Market AmericasMart Atlanta, GA (404) 220-3000 www.americasmart.com

10-12

ENK Children’s Club Javits Center New York, NY (212) 759-8055 www.enkshows.com

13-19

Dallas Total Home & Gift Market Dallas Market Center Dallas, TX (214) 655-6100 www.dallasmarketcenter.com

14-16

Surf Expo Orange County Convention Center Orlando, FL (800) 947-7873 www.surfexpo.com

ER_11_12_Calendar_01.indd 15

15-19

LA Kids Market California Market Center Los Angeles, CA (213) 630-3600 www.californiamarketcenter.com

21-23

Pitti Immagine Bimbo Fortezza da Basso Florence, Italy www.pittimmagine.com

21-24

Dallas Apparel & Accessories Market Dallas Market Center Dallas, TX (214) 655-6100 www.dallasmarketcenter.com

21-25

Atlanta Women’s & Children’s Apparel/Accessories Market AmericasMart Atlanta, GA (404) 220-3000 www.americasmart.com

23-27

Chicago Gift Show The Merchandise Mart Chicago, IL (800) 677-6278 www.mmart.com

24-26

NW Kid’s Show Seattle Embassy Suites Southcenter Seattle, WA www.nwkidsshow.com

30-Feb. 1

NYC Baby & Kids Fair 7 W 34th St. New York, NY (212) 279-6063

30-Feb. 2

Kidz at Stylemax The Merchandise Mart Chicago, IL (800) 677-6278 www.stylemaxonline.com 3 25

the “jegging”

now showing

spring 2010 collection contact us to connect with a sales rep in your area

info@pincpremium.com

www.pincpremium.com

11/4/09 9:13:18 AM

P

PA M P E R E D Baby Products & News

Creature Comforts Designers cover the market with animal themed blankets.

Apple Park blanket Lucky Jade blanket Dragon blanket by Mullins Square

Ally & Bailey blanket

Stephan Baby appliquĂŠd blanket

Zoobies blanket toy

Baby Aspen gift set

Artwalk coordinating blanket set

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earnshaws.com

11/4/09 9:38:31 AM

JJ Cole Acquires Fleurville

New Lines New York-based PEM America has partnered with Jenny McCarthy on a new line of affordable, nontoxic infant and juvenile products called Too Good, which embodies the holistic solutions the celeb mom espouses. The line of

JJ Cole Collections, a Logan, U tah-based manufacturer of parenting products, recently acquired the eco-friendly diaper bag company F leurville. “Fleurville has a fantastic brand, histor y and r eputation of quality bags, ” said JJ Cole CEO J eremy White. “Through the acquisition of F leurville, JJ Cole will be able to ex ecute a multibrand strategy to pr ovide our customers with a wider product offering.”

JJ Cole plans to continue sales of F leurville’s entire product range, which includes the popular PV C-free MotherShip, Sling Tote and Lexie Tote styles. The company noted futur e additions to the F leurville line will focus on both brands ’ shar ed attributes such as utility and conv enience paired with fashionable style. Visit www.jjcolecollections.com.

infant and juvenile bedding, room décor, bath textiles and infant clothing is made from pre-tested, high thread count cotton coated

Too Good by PEM America

with Aloesoothe, an aloe-enhanced finishing technology. Too Good mixes educational designs with fashion prints. The line will wholesale for approximately $2.50 to $90. Call (888) 368-5374 or visit www.pemamericaoutlet.com.

• Known for its nursing covers

No Slippy Hair Clippy

and baby slings, Balboa Baby of Costa Mesa, Calif., expands with a new line of shopping cart covers.

Designed for simple instillation, the covers ($23 wholesale) feature elastic corners that easily fit into place with one hand. A Velcro

Bedtime for Boppy

belt secures baby in place and toys can be attached through loops. Each cover is made from soft, quilted material available in solid black or brown as well as trendy damask and deco-inspired prints. The product also doubles as a highchair cover. Call (866)

The Boppy Co. of Golden, Colo., maker of the Bare Naked Pillow, is extending the concept into a line of crib bedding with the B are Naked B umper and Comfor ter set. Each piece is slip-co vered, which makes washing a breeze and off ers par ents a mor e customizable alternative to “bed-in-a-bag ” sets. The bumper and comfor ter can also be recovered and reused by future siblings. Slipcover motifs include soft mint and chocolate combinations, a blue and br own contemporary elephant pattern and a pink floral design. Organic crib sheets, dust ruffle, swaddle blanket, Boppy pillow slipcover and a changing pad set in coor dinating prints are also available. The individual pieces allow shoppers to select exactly what they need. The bedding range wholesales between $11.75 and $22. Call (720) 746-3829 or visit www.boppy.com.

Balboa Baby

465-7075 or visit www.balboababy.

com. • On board with the personalization trend, No Slippy Hair Clippy introduces a preppy line of monogrammed hair clips. Fifteen initials are available on lime green/ hot pink or hot pink/brown clips accented with Swiss dot materials.

The wholesale price for personalized clips is $5. Monogrammed hair clip holders are available for $12.50. The Vacaville, Calif.-based brand also offers a new mini clip at a lower price point. The mini line spans 18 styles, some

Baby Aspen earnshaws.com

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November/December 2009

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PA M P E R E D Baby Products & News

New Lines

Goldbug

Nanowear by iStyle Originals

Baby Starters

by Rashti & Rashti

CoCo & Company by CoCaLo

18

EARN_18 18

November/December 2009

embellished with two-tone flowers, resin

with butterfly appliqués; a blue, green and

trims and sweet appliqués. The mini clips

yellow monkey print with brown accents;

wholesale for $3 to $4.50. Call (800) 466-

and a safari print featuring animals, touches

7304 or visit www.hairclippy.com. • Duluth,

of red, and a mix of orange, blue, yellow

Ga.-based Baby Aspen debuts a range of

and brown dots, stripes and plaids. The

inspiring layette gift sets. The Big Dreamzz

four-piece sets wholesale for $60; acces-

collection serves up one-pieces mimicking

sories range from $8.25 to $23. Call (877)

doctor, ballerina and solider outfits. The

426-2256 or visit www.cocalo.com. • Under

Baby M.D. set, packed in a cute first-aid

the Baby Starters brand, Rashti & Rashti of

kit, includes a trompe l’oeil bodysuit, cotton

New York introduces the Tu-Tu Collection—a

surgical cap and booties. Baby Ballerina

line of tutu-themed sleep and playwear

offers a whimsical tutu-trimmed one-piece

with coordinating accessories. Embroidered

and topknot cap in a pink and white striped

bodysuits are available in sizes 0-3 months,

box. Baby Camo includes a green and tan

3-6 months and 6-9 months and in three

sleeper with “combat boots” and a cap in a

colorations: Pink Little Sweetheart, Lilac

backpack-themed box. Each set wholesales

Love and White Princess. Generously sized

for $12.25. Call (800) 659-0471 or visit www.

blankets lined with satin and Snuggle Bud-

babyaspen.com. • Goldbug of Aurora, Colo.,

dies comfort blankets are also available. The

expands its footwear offerings with its new

line can be categorized by color or mixed

run socks ($3.50 wholesale) and slipper

and matched for a cross-merchandised

socks ($3). The knit pull-on run socks

statement. Wholesale prices range from $5

have rubber outsoles for added protection

to $7.50. Call (212) 594-3733 or visit www.

and come in eight whimsical motifs—like

rashtiandrashti.com. • Aiming to offer lower

soccer, robot, owl, butterfly and bumble

price points, Timi and Leslie unveils Baby

bee—in sizes 1, 2 and 3. New sweater-knit

Basics, a line of diaper bags inspired by

slipper socks with microsuede soles are

the Los Angeles-based vendor’s earliest

also available for babies 6 to 24 months.

designs. Styles include a messenger, the

Colorways include pink or blue with brown

Tag-a-long and a backpack that converts to

and multicolor stripes. Call (303) 371-2535 or

a cross-body bag. All styles have a coated

visit www.goldbug1.com. • Witty babywear in

canvas exterior with a water-resistant nylon

distinctive packaging is available from iStyle

interior lining and include a coordinating

Originals. The Ontario-based company’s

changing pad and inner pockets for bottles

baby line, coined Nanowear, offers black

and other essentials. The range wholesales

and white message one-pieces, tees and

between $30 and $40 and is available in vin-

bibs. Sayings include: iNap, iCuddle, iCute,

tage, modern and ethnic textiles. Call (212)

iRock, iPotty, iMess, iChew and iBurp. Each

695-1020 or visit www.timiandleslie.com. •

piece comes in a corresponding box inspired

Due to customer demand, Thousand Oaks,

by MP3 and software packaging. Items

Calif.-based Baby Bella Maya is extending

wholesale between $7 and $12.50. Call (866)

its shoe sizes. The company’s popular Mary

642-1293 or visit www.istyleoriginals.com. •

Jane styles will now be available in sizes

Costa Mesa, Calif.-based CoCaLo launches

12-18 months and 18-24 months. In addition,

a new brand of chic yet affordable nursery

Mary Janes and new loafer styles for boys

essentials called CoCo & Company. The line

will also be offered for babies 12-14 months.

delivers infant bedding and coordinating

The brand’s latest collection features

decorative accessories such as blankets,

leather-like fabrics, green brocades, and

wall art, musical mobiles and wall appliqués

crystal and floral embellishments. Each pair

to parents on a budget. Motif options include

wholesales for $7.50. Call (805) 778-0738 or

Zurie, a feminine elephant and floral print

visit www.babybellamaya.com.

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FULL ADS_nov_dec.indd 19

10/28/09 2:38:32 PM

U

U N W R A P P E D New Giftable Items

Haba USA plush toy set Accoutrements bandages

Toddland keychain coin purse

Under the Nile organic cotton toy Melissa and Doug wooden toys

Side Orders

Fred Flare coin purse

Tempting food-inspired add-ons for the cash wrap.

By Angela Velasquez

Loungefly coin purse

Funkie Baby changing mat

Yellow Label Kids knit toys

20

November/December 2009

ER_11_12Unwrapped_02.indd 20

Dylan’s Candy Bar candy tackle box

earnshaws.com

10/28/09 3:10:06 PM

FULL ADS_nov_dec.indd 21

10/29/09 3:46:17 PM

Caught in the Web Brick-and-mortars dream up ways to compete with online bedding sales.

By Melissa Knific

hen J udie a nd R on F letcher opened Fletcher’s for Childr en more than 30 y ears ago, their primary competition came from other physical stores. Five years ago, ho wever, everything changed. “It’s kind of like bedding became an online business,” J udie F letcher noted, explaining that people still come into her E ugene, O re., store to find a set they lo ve, but then they go home to their computers to sear ch for a lo wer price. O ther independent brick-and-mor tars ar e experiencing the same obstacle: Their stores are treated like showrooms where shoppers come to experience the pr oduct before purchasing elsewhere.

Increasingly, that alternate store is online.

The slo w economy has pr ovided vir tual shops a competitiv e edge since their lo wer overhead allows them to under cut prices, a factor that is especially impor tant as shoppers continue to count their pennies. “P eople ar e price shopping a lot mor e,” confirmed Dana Evans, owner of B ethesda, Md.-based boutique D aisy Baby.

Lullaby Lane buy er Claudia Warren says online stor es’ lower retail prices mean higher sales v olume, which in turn pr ovides them with another advantage. “When I see [online buy ers] at the sho ws,

they’re buying quantities, ” she obser ved, noting that they ’ll purchase 30 pieces of a set and get a discount on the or der. Conversely, Warren’s San Bruno, Calif., boutique can’t afford to order such large quantities and therefore doesn’t get a price break.

Instead of buying linens on the spot, r etailers say consumers use their neighborhood shops to do the research the computer can’t provide. “They want to be able to touch it, feel it, look at it—and then order it thr ough an online stor e,” said D ebbie Feiler, co-o wner of Beautiful Beginnings, which has two locations in the Chicago ar ea.

For Laurie McFarland, owner of Tuck & Cover in Little Rock, Ark., that means she’ll sometimes spend four or five hours consulting with a customer on décor options and still not land a single sale. “ We don’t charge for any design wor k in stor e,” she explained, noting that level of service justifies her higher prices. Ultimately, McFarland said, competing with e-commerce “is the bane of our existence.”

But traditional boutiques aren’t willing to simply cede the category to their online counterpar ts. They’re devising a host of strategies to make their shops mor e appealing, and they ’d like manufacturers to join their effor ts. Feiler of B eautiful B eginnings is appr eciative of companies like P ine C reek, which r emains lo yal to brick-andmortars so online r etailers can’t take advantage of them. Feiler proposes v endors offer a discount at wholesale for brick-and-mor tars (or an increase for e-tailers) to make up for the cost difference.

Rather than wait for the manufacturing community to rally around their cause, stor es hav e found their o wn ways to wr estle Pine Creek

PEM America

22

November/December 2009

ER_11_bedding.indd 22

earnshaws.com

11/4/09 9:23:58 AM

Linens & Things Next season’s leading bedding trends.

PRACTICAL MAKES PERFECT As consumers try to save money, they’re opting for bedding that can be used for multiple children, said Laurie McFarland of Tuck & Cover in Little Rock, Ark. At her store, that means choosing a durable, gender-neutral set that won’t easily fade.

BOLD AND BRIGHT Expanding beyond pink and blue is proving to be a success. Even unisex is getting an update: “People are moving away from greens and yellows,” noted Dana Evans of Daisy Baby in Bethesda, Md., who reported orange is her customers’ new neutral of choice. Bedding company Pine Creek is starting to see a demand for purple, eggplant and lavender.

BACK TO TRADITION Keith Schneider, president of PEM America’s infant division, observed that classic is making a comeback. “We see more familiar traditional icons back… replacing much of the modern art that jumped in and out of the market in 2008-2009,” he said, noting animal themes are popular.

HOMEWARD BOUND Making the nursery an extension of the house continues to get big play. “The trendiest of nurseries are featuring furniture you’d find elsewhere in the home—and modern moms are looking for a funkier twist on a sweet, traditional nursery,” said Katy Mimari, designer and owner of bedding manufacturer Caden Lane.

She reported that combining pink and blue with black provides some edge, while toile and dot prints are fading.

Caden Lane earnshaws.com

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November/December 2009

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VIABLE MARKETS

From waning traffic to cautious buying, the industry’s trade shows and regional marts are vetting 2009 hardships to whet next year’s events. By Leslie Shiers

ew y ear’s r esolutions ca n n ever be addressed too early, especially when i t c omes to bu siness. A nd after a tou gh 2009 during which market t raffic w as not iceably down a nd t he re tailers w ho did attend weren’t e xactly t hrowing around cash, the children’s industry is more than ready to turn toward 2010 and a fresh start.

No smart businessperson should write off ’09 as a year to forget, however, a s t he worst of t imes c an t rigger t he brightest of ide as.

Experienced show managers and showroom reps—eager to boost the market back to a he althy state—are a lready looking back on the recession’s teachings to f ind ways to e volve their platforms for the next calendar year. Here are a few of the top lessons learned: Lesson 1: Make It Unmissable Across the country, kids’ shows have amped their efforts to m ake their e vents mo re a ffordable, a ccessible, e fficient a nd enticing to manufacturers, reps a nd re tailers—because g ive t hem a ny re ason not to go and they won’t. “We are table setters. We present a market to a buyer, but that buyer has to feel there’s a reason to come,” said St anley K aye, s how d irector f or E NK’s C hildren’s C lub i n New York. “It’s up to u s—the show managers—to create a professional, stimulating environment to make buyers and exhibitors feel

24

November/December 2009

ER_11_12_Trade_Feature_04.indd 24

the time they spend at market will add value to their businesses.”

As travel budgets have withered, technology has evolved to t he point where a m anufacturer’s line sheets are just a PDF away and virtual t rade s hows a re p opping up o nline. T hat me ans m arkets must f ind ne w w ays to at tract re tailers a nd re main c ompetitive.

“We h ave worked to m ake t he L as Vegas m arket a c ost-effective event for both exhibitors a nd buyers,” K IDShow director Denise Raeside said. “That is more important now t han ever. We are all watching our spending very carefully, taking time to be sure that what we spend our dollars on is going to secure a good return.”

Many believe industry gatherings are not just a requisite stop for buying merchandise; they are also a vital forum for participants to trade business and trend information, network with other insiders and s core sp ecial de als. A ccording to C alifornia M arket C enter (CMC) m arketing m anager D eborah L evine, t he L os A ngeles market is adding a seminar series in 2010, hosting industry experts who w ill of fer bu siness i nsights to he lp re tailers i mprove t heir operations. Atlanta’s AmericasMart plans to host a Kids’ Day during next year’s markets, which will be promoted across the entire merchandise m art a nd w ill h ighlight t he c hildren’s s howrooms and v arious s eminars, s ocial e vents a nd g iveaways, s aid G ayle Gibbs, v ice p resident of le asing f or t he t rade c enter’s C hildren’s World section. The Dallas Market Center (DMC) will hold more special events as well, including fashion shows that will provide a directional display of fashion trends straight out of its showrooms, said C indy D eloach, v ice pr esident of t he M artha Fo ster Gr oup

earnshaws.com

11/4/09 9:15:00 AM

Market dates and events

JANUARY 2010 30-Feb. 4

New York International Gift Fair Javits Center & Pier 94 New York, NY (800) 272-7469 www.nyigf.com

31-Feb. 1

Bubble London 52 Upper St., Islington London, UK +44 (0) 1484 846069 www.bubblelondon.com

FEBRUARY 2-4

FFANY Hilton Hotel &

ER_11_12_Calendar_01.indd 25

FFANY member showrooms New York, NY www.ffany.org

2-4

WSA Show Mandalay Bay Convention Center & Sands Expo Las Vegas, NV (818) 379-9400 www.wsashow.com

3-4

Action Sports Retailer (ASR) San Diego Convention Center San Diego, CA (949) 226-5744 www.asrbiz.com

5-8

Denver Apparel & Accessory Market Denver Merchandise Mart

Denver, CO (800) 289-6278 www.denvermart.com

6-9

Deerfield Children's Show Embassy Suites North Shore Deerfield, IL www.midwestchildrensapparelgroup.com

14-17

Toy Fair Javits Center New York, NY (212) 675-1141 www.toyassociation.org

15-17

KIDShow Bally’s Las Vegas, NV www.kidshow.cc

3 27

11/4/09 9:13:31 AM

zation, marketing and retailer outreach,” she said.

This past year, the Kids on 6 s howrooms c reated a c ollective we bsite (www.kidson6.com) to f eature t heir brands and to b etter e stablish t he “We are all watching our spending very carefully, group w ithin th e m erchantaking time to be sure that what we spend our dollars on is dise mart. Martinez noted the going to secure a good return.” —Denise Raeside, KIDShow site allows participating showrooms t o hi ghlight ev ents they h ave pl anned f or m arket we eks a nd k eep at tendees—and showroom in Dallas, who serves a s a l iaison between t he United prospective visitors—informed. CMC’s Levine described another Southwest C hildren’s Or ganization ( USCO) a nd t he D MC. I n joint e ffort u nder w ay f or 2010: a re tailer “F ly-In” p rogram, addition, many of t he regional markets are providing extra incenthrough which the kids’ showrooms will raise funds that will be tives—from gift bags to valet parking—to make their shows a matched by t he C MC to he lp t ransport s elected re tailers to t he true de stination f or re tailers. “ We k now how i mportant it i s f or L.A. market. them to b e i n t heir s tores, s o we’re do ing e verything we c an to In Dallas, timing issues were solved as the USCO and DMC make [our market] convenient for them,” Deloach said. worked together to pinpoint the best market dates. Deloach said Of c ourse, t he m arket must b e a n a ppealing e vent f or m anuthat w hen t he a pparel a nd a ccessories m arket d ates were s et to facturers, to o. “ With s trong re tailers, we s ecure e xhibitors; a nd overlap w ith spring break—a s tandard vacation p eriod for m any with st rong e xhibitors o ffering f resh p roduct, w e secu re st rong children’s r etailers—DMC ex ecs li stened c losely t o t heir co nretailers,” Gibb s note d. T his s ymbiotic re lationship me ans s how cerns. A s a re sult, w hile i ts c omplex-wide c rossover m arket w ill managers must listen closely to both groups. take place March 25-28, a separate KidsWorld market will be held “We give specific advice to our vendors,” said Florence Rolando, March 11-14. D allas’ c hildren’s re ps a re a lso p artnering to r amp co-director of Bubble N ew York. “S ome a sk u s how to d isplay up t heir special e vents, i ncluding t wo a nnual f ashion shows t hat their c ollections; i f t hey a re E uropean, t hey [might] a sk u s how highlight up to 200 apparel pieces on the runway. to approach the American market, and via Bubble London we are Exhibitors’ efforts are also integral to making trade shows thrive, able to help U.S. companies to launch on the European market.”

Raeside s aid. W hile a ll m arkets a re c onstantly de veloping t heir Rolando said Bubble i s a lso planning to i ntroduce a ne w section retail target lists a nd reaching out to potential attendees, R aeside in 2010 that will focus on stylish brands with lower p rice points. lauded K IDShow’s proactive manufacturers for keeping her te am “This is crucial in this economy,” she stressed, promising the addiin t he k now. “One e xhibitor I c all my ‘retail re lations a ssistant,’” tion won’t compromise the show’s well-edited, boutique focus. she l aughed, not ing t hat he lp f rom a ll side s he lped K IDShow When it c omes to wo oing vendors, “ it c omes dow n to u nderreach a record number of first-time attendees in August ’09, despite standing the market,” Kaye asserted, noting that ENK rolled the economy’s impact on many buyers’ travel funds. “We’re lucky back its e xhibitor p ricing i n 2009 to b e c lose to ’ 08 rates. E NK that we have a strong group of exhibitors that work as hard as we also carefully a rranges Children’s Club’s f loor plan in a w ay that do to insure the most successful event possible,” she said. makes sense to those shopping the aisles and for an alluring overall i mage. T his he lps uphold t he e vent’s re putation, K aye s aid, Lesson 3: Put Your Nose to the explaining t hat on top of convenience, it gives exposure to lines Grindstone and products buyers may not be able to find anywhere else. Those rarities give the market “sizzle” and attendees a sense of discovery, It’s easy to bl ame poor sales on the recession, but sitting back to he said, noting that ENK aims to drive home the message that “by wait it out is not the way to get ahead. At the root of all victories, not coming, they’re missing out.” however sm all, i s h ard wo rk—and i t’s to day’s e fforts t hat w ill help set companies up to thrive once an economic turnaround Lesson 2: Band Together takes root. “One good thing about the crisis is that it challenges More t han e ver, s how o rganizers s ay p artnership m akes f or a people,” s aid R olando of Bubble , w ho note d t hat j ust l ike vensuccessful market week, a nd t his collaborative spirit is evident a s dors, t he m arkets a re c ompelled to de velop mo re c reative ide as in e very a spect of t heir bu siness, f rom p roduct to s trategies to regional markets put added emphasis on their children’s segments. customer relations and outreach.

“Ironically enou gh, t hese e conomic c hallenges h ave u nitWhile to day’s c limate p oses a f urther c hallenge to a n a lready ed Kids On 6, our Los Angeles children’s association, more fast-consolidating c hildren’s retail l andscape, show m anagers s ay than ever,” reported Sandra Martinez of Los Angeles’ In Play they h aven’t b acked dow n f rom t heir s earch f or ne wcomers a nd Showroom, w ho c o-heads t he C MC’s c hildren’s rep g roup. “ We continue to p romote t heir s hows i n e very w ay t hey c an. “E ach sat down as a group and challenged and supported each other on season we probably drop 30 to 40 customers from our list whose how t o b etter ou r bu siness s tructure mov ing f orward.” Je nnifer stores have closed, yet we’re also adding prospects,” Raeside noted.

Jordan, CMC’s director of leasing, agreed that the Kids on 6 Grassroots marketing has come into play for the CMC, Martinez showrooms a re demonstrating s trength i n numbers. “ They h ave said. Along with touting Los Angeles as a p rime destination >50 shown a t remendous a mount of u nity in t heir planning, organi-

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Market dates and events TM

FEBRUARY 16-18

MAGIC Marketplace Mandalay Bay Convention Center Las Vegas, NV (818) 593-5000 www.magiconline.com

18-21

TransWorld’s Jewelry, Fashion & Accessories Show Donald E. Stephens Convention Center Rosemont, IL (800) 323-5462 www.transworldexhibits.com

23-25

Fort Lauderdale Kids Expo War Memorial Auditorium 800 NE 8th St. Fort Lauderdale, FL www.pciexpos.com

MARCH 7-9

ENK Children’s Club Javits Center New York, NY (212) 759-8055 www.enkshows.com

7-9

Bubble New York 269 W 11th Ave. New York, NY (212) 219-9456 www.bubblenewyork.com

11-14

Dallas KidsWorld Children’s Apparel & Accessories Market Dallas Market Center Dallas, TX (214) 655-6100 www.dallasmarketcenter.com

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19-23

LA Kids Market California Market Center Los Angeles, CA (213) 630-3600 www.californiamarketcenter.com

21-23

NW Kid’s Show Location TBD Portland, OR www.nwkidsshow.com

25-28

Dallas Apparel & Accessories Market Dallas Market Center Dallas, TX (214) 655-6100 www.dallasmarketcenter.com

25-28

Dallas Total Home & Gift Market Dallas Market Center Dallas, TX (214) 655-6100 www.dallasmarketcenter.com

26-27

Memories Expo Ohio Expo Center Columbus, OH (740) 452-4541 www.memoriesexpo.com

Soft, Rubber Outsole

for enhanced traction & protection!

2010

Collection

27-30

NW Kid’s Show Embassy Suites Seattle/ SeaTac Seattle, WA www.nwkidsshow.com

Editor’s Note: Show details are subject to change. Please call the phone numbers or check our Web site for up-to-date schedules. Show sponsors may e-mail updates to nyeditorial@ symphonypublishing.com.

Go to mySkidders.com & place wholesale orders directly.

Email: sales@mySkidders.com

11/4/09 9:13:44 AM

ABOVE& BEYOND

Earnshaw’s celebrates the collections that elevated design in 2009

In a y ear when spirits dimmed, expectations shifted and “flat” was the new “up,” the 2009 Earnie Award winners shone thanks t o e xemplary d esigns a nd b usiness ac umen. T his g roup w on t he coveted recognition from their retail partners for producing assortments that were t he rig ht m ix of c autious a nd e xciting, t rading heavily on va lue a nd representing a kee n u nderstanding of t he new r ealities a t r etail. Here, w e salute t he w inners a nd hear f rom t he c ustomers who happily st ock—and swiftly sell—their goods.

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Denim: True Religion Vernon, Calif.-based True Religion has been bullish in the face of the economy, steadily soldiering on to deliver quality denim that offers surprises when compared to the typical jean construction. “We’re very trendsetting. We’re not looking to see what others are doing,” CEO Jeffrey Lubell stated. “If someone else is doing something, [retailers] don’t need me to do it.”

The brand has established a signature look that parents are willing to pay for. “Consumers are not going to spend $100-plus on something that looks generic,” said Chana Taft, True Religion’s director of licensing and marketing. “They want to look unique.” And it seems moms and dads want that one-of-a-kind look for the whole family. Lubell reported the top sellers for kids mirror those in adults’: skinny fits for girls and super stitching for boys. “We have a huge True Religion following, especially in boys. It’s a very urban boys’ brand,” noted David Shelist, owner of Madison & Friends in Chicago. “True Religion has great washes and fits, and we’re constantly reordering it.”

Licensed Property: Hello Kitty Hello Kitty has achieved the virtually impossible: She’s all things to all consumers. Since 1976, girls have gravitated to the character because Hello Kitty “is very zenlike, which allows consumers to create a personal relationship with her that’s specific to themselves,” explained Janet Hsu, president of Torrance, Calif.-based Sanrio Global Consumer Products. With more than 30 years on the market, Hello Kitty is a pop-culture phenom that appeals to girls of all ages.

To feed these rabid fans’ demand for more Hello Kitty products, the property can be found in a wide variety of categories. “We really appreciate our fans and we listen to them,” Hsu stated. “We maintain a lot of different price points, from high-priced handbags to nickel candy.” Yet fashion items—from apparel to hats to purses—are always top performers. “We look for licensees that understand the brand and offer quality product,” Hsu added. “Everything goes back to her personality because that’s the heritage of our brand.”

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Hosiery: Jefferies Socks Outerwear: Widgeon The individual who goes for Widgeon is always on the search for truly differentiated specialty products at a legitimate price point, said Alan Steber, vice president of sales and marketing for the brand’s San Leandro, Calif.-based parent company, Sara’s Prints. Steber said Widgeon delivered in ’09 by selecting the perfect combination of fabrications and accessories that offered both high quality and high value. Challenged to keep within a very specific price range, Steber said the design team rose to the occasion, topping cozy, colorful fleece with interesting trims and embellishments such as floral details, pompoms and laser-cut fabrics to maintain Widgeon’s trademark look and hand. “Our customers keep telling us how they want us to keep making our product softer and softer,” he added.

Their hard work pays off for retailers like Vicki Davis of The Children’s Shop in Atlanta. “We start our waiting list in July,” she said. “People want them as soon as they come in.” Davis also lauded Widgeon for adding larger sizes, so she can sell to fans of the line even longer. “The changes they make always have the customer and child in mind.”

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Footwear: Pediped Suzanne Mans, owner of Honey Huggers in Nisswa, Minn., said Pediped’s adorable styles simply sell themselves. In 2009, the Henderson, Nev.-based brand peppered core silhouettes with fashionable styling, as evident in its couture range—a collection that Pediped president Angela Edgeworth said is booming despite tough economic times. Tricia Alford noted she stocks her Richmond, Va., boutique, Buttons and Bows, with Pediped’s basics along with a few patent and bright pink styles, which perfectly accommodate her customers’ traditional taste.

“Pediped’s styling is a nice compromise between fashion and classic conservative,” she explained.

Alford also praised Pediped’s fit and construction.

“It’s not just about fashion,” she said, applauding Pediped’s high back, which provides sturdiness.

“These shoes get the work done for new walkers.”

Hair Accessories & Jewelry: Wee Ones

—Ken Hamby, Jefferies Socks

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Basics and multi-packs drive the hosiery industry, but Jefferies Socks’ original fashion styles offered retailers an easy way to load up on trends. Angie Miller, owner of Angelica’s Chateau, an online boutique based in Atlanta, said Jefferies’ marabou dress socks sold quickly despite their $12 price tag. “Fun fashion provides extra sales,” explained Ken Hamby, general manager of Jefferies Socks. The Burlington, N.C.-based brand also expanded its infant booties and gift set offerings in 2009—categories Hamby said are flourishing. Susan Beddow, owner of Florida Kids in Vero Beach, Fla., noted the sets are at the perfect gift-giving price point. “Many of our customers add on the sets to complete presents, usually with a cute dress. It’s a great bonus for us,” she said.

Kay Dean, a children’s boutique consultant from Dallas, has witnessed Wee Ones evolve into a boutique mainstay.

“Retailers want to carry the line,” she said, noting the Peters, Mo.-based company has a reputation for quality materials and on-time deliveries that is unmatched.

After transitioning to a new factory and choosing less labor-intensive designs, Wee Ones regrouped in 2009 and turned out a range of classic bows with a unique twist— custom-printed ribbons. “It’s something that makes us stand apart from the rest,” said Betsy McPherson, Wee Ones president. Melissa McKinnie, owner of Mommie Chic and Me in League City, Texas, cited Wee Ones as her top vendor. “Bows pay my rent!” she joked.

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Licensed Apparel: Haddad Brands

Sleepwear: Skivvydoodles Skivvydoodles, a division of New Milford, Conn.-based My Boy Sam, is aware that many kids are wearing pajamas for a large chunk of the day. That means the design team—led by Shelley Hunt—has been evolving the all-cotton, flame-resistant line to mirror apparel in other categories. Going forward, Hunt said the athletic look is influencing the girls’ assortment, with yoga pants and crop tops inching in, and the company is staying on top of the leading trends. (This year, peace signs, cheetah prints and cupcakes were big hits.)

For the past few seasons, printed bottoms with coordinating appliquéd tops have been frontrunners, and in 2009 Skivvydoodles added boys’ versions featuring wide-leg pants in sports and space themes. According to Rob Hunt, most retailers still want to carry a classic pajama but like to bring in novelty looks to diversify the department. He also said many moms prefer Skivvydoodles’ cuts, because tight-fitting alternatives will shrink or children outgrow them quickly, which doesn’t save them money in the end. “I think our customers like the way they’re made,” confirmed Randye Glenn, co-owner of Fitz and Emme in Destin, Fla. “Skivvydoodles’ patterns are cute and the construction is excellent.”

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With the combined force of the Nike and Levi’s labels, it’s no wonder Haddad Brands earns recognition in licensing. The key to success, said company principal Abe Haddad, is not to stray from their heritage yet inject newness each season. “Each of our brands has its own identity to which we must always stay true but at the same time we also try to delicately incorporate today’s relevant themes, graphics, color palette and the like,” he explained. “It’s never as easy at it sounds, but this balancing act is something we strive to improve year after year.”

Haddad noted that listening to customer feedback is crucial—not only in terms of fit, fabrications and design, but also in regard to price. This year, value was king: “With brand names that consumers know and trust and the quality we build into our product that we refused to compromise, we made sure to deliver exactly that to our customer—a great product at a great value.” earnshaws.com

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Boys 8 to 20 Sportswear: Wes & Willy According to Wes & Willy president Bill Mullen, the Omaha, Neb.-based label offered more, not fewer, styles this year, although the brand did hedge its bets: “We tried to hold down our price and not get too far ahead of ourselves, styling-wise,” he noted. To address all geographies, Wes & Willy created a range that would accommodate all seasons and looks—including flannel shirts, an on-trend addition Mullen reported as being “ahead of the game.” In 2010, Wes & Willy plans to keep its fashionable assortment but also concentrate on basics—an area where the execs have noticed a void.

Vicki Davis, owner of The Children’s Shop in Atlanta, said her customers love the feel of the brand’s cotton and that it doesn’t shrink, but the styling is a selling point, too. “It’s for that [boy] who doesn’t want anything too sweet but isn’t ready for that teen boy kind of look,” she said, noting the sports motifs meet the criteria of moms, dads and their sons. Glenn of Fitz and Emme said Wes & Willy also fits right into her customers’ budgets. “It’s hard to find little boys stuff that’s classic, stylish and at a good price point,” she said.

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Boys’ Dresswear: E-Land Kids It’s definitely a classic, preppy brand, but that doesn’t mean E-Land Kids is stuffy or staid.

To the contrary, 2009 saw a lot of freshness in the brand’s assortment, due in large part to the vision of new head designer Okhee Kim, said vice president Finn Charlesworth.

E-Land relies on customer feedback and actively solicits comments on what’s working and what’s missing. That also presents an opportunity for the company to test new colors and styles for the coming season, like a recent purple grouping. “Our focus has been on relating dressy things with everyday things because dressy is becoming a little more everyday,” Charlesworth explained, noting a dark cord with five-pocket jean construction can be dressed up or down.

It’s a formula that’s working at retail.

“As far as bigger boys go, E-Land is my dresswear brand,” stated Margaret Dodd of Tigerlily Kids in Athens, Ga. “E-Land fits well and wears well, and it appeals to conservative tastes.” Joy Batcherlor King, owner of Shutterbugs Boutique in Raleigh, N.C., agreed, adding that for the mom who dresses her son in john-johns and long-alls, E-Land is the next step. “Parents want more quality for their money,” she said. “E-Land’s prices are competitive and the quality is superior.”

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Girls’ 7 to 16 Sportswear: Haven Girl For Haven Girl, it’s all in the details. From animal and Pucci-inspired prints to graffiti and glitter screenprints, the funky patterns and embellishments please tweens and their mothers. “[Haven Girl] is a very happy medium for mom and child,” said Shannon Vaughan, owner of Helen’s Young Ages in Jackson, Miss. “It has what a little girl is looking for, but also what mom will let her wear.” Plus, according to Wickets Kids owner Carol D’Onofrio, the Carlsbad, Calif.-based brand offers items that aren’t run of the mill. “It’s not just a basic dress that you will see all over,” she said, noting the pieces available in her Ponte Verda Beach, Fla., boutique even attract grandmothers. And to enable devoted fans to continue shopping the line, Haven Girl director Briana Hersh injected the ’09 collections with more affordable options. “The dress price point is much more attractive to customers… It is much less expensive than two-piece sportswear,” she said, noting that buyers—and ultimately, shoppers—are looking for ways to save cash. “We really tried to help our customers through this tough time.”

Swimwear: Kate Mack Customers of the Snapdragons Baby store in Cary, N.C., return year after year for Kate Mack’s latest swimwear prints, owner Kimberly Greene reported.

“Moms and daughters love to come in and choose coordinating pieces,” she said. According to Judy Beall, sales and marketing manager for the Oakland, Calif.-based company, the Strawberry Fields and Let’s Polka prints were big hits this year, along with coordinating terry cover-ups, dresses, and tunic and legging sets. Joan King, a sales associate at Cottontails in Naples, Fla., said purchases usually begin with a swimsuit but end with a full ensemble that includes matching cover-ups. “It’s the end of beach season and we don’t have anything left,” King said. “Whatever we get in from Kate Mack sells.”

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H —Shannon Vaughan, owner, Helen’s Young Ages boutique

Gift Item: Mud Pie This year, gift-givers gravitated to Mud Pie of Stone Mountain, Ga., for highly embellished, frilly products for girls and preppy groups for boys, yet the vendor made an even bigger splash with its behind-the-scenes efforts. Lori Famularo, owner of the Burnsville, N.C., boutique I Thought About You, commended the company’s attentiveness to retailers—a trait Mud Pie president Marcia Miller said is proving to be an asset as many are buying only from companies they trust. “We’re getting more of retailers’ dollars than other categories,” Miller reported. Shoppers’ interest is also a boon: Famularo said her customers seek out the brand’s merchandise, sometimes buying multiples of the gift-ready products. “Mud Pie has gifts covered,” she added.

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Girls’ 2T to 6X: Luna Luna Copenhagen Instead of slashing garment prices in response to economic woes, Luna Luna Copenhagen of Agoura Hills, Calif., hasn’t changed one bit simply because, well, it doesn’t have to. “It’s ironic that during these economically challenging times, our phones won’t stop ringing,” said owner Heidi Maria Schwarck. Kelly McConnell, a buyer for Babinski’s Baby in Salt Lake City has noticed this and isn’t surprised—he said customers are drawn to any piece of the line he brings into the store, despite the price. “When people see it, they buy it,” McConnell added. The two-piece lounge sets continue to be top sellers, but Schwarck has been getting increased interest in her tutus this year. “Though there are many other tutu manufacturers out there, ours seems to have a more sophisticated balance,” she explained, noting that she plans to expand the category for 2010.

Boys 2T to 7 Sportswear: Knuckleheads Synonymous with boyish, rockabilly designs and pieces dads envy—like this year’s popular leather jacket—Knuckleheads worked store by store, breaking up shipments and payments while prioritizing branding for 2009. “We made sure our logo was prominently seen on every piece,” said owner and designer Melissa Nash. The Vancouver, Wash.-based company also focused on designs that toed the line between casual and dress wear. “Knuckleheads’ styles are fashionable, but boys can still play in them,” explained Shannon Komsky, owner of Tough Cookies in Sherman Oaks, Calif.

Donna Renner, owner of My Beautiful Sophia in Powder Springs, Ga., said the five-year-old brand offers “moms who gave up shopping boutique for their older boys a unique and affordable option.”

K —Donna Renner, owner, My Beautiful Sophia

Girls’ Dresswear: Biscotti Visitors to Elaine Lengacher’s Ft. Wayne, Ind., boutique, Beloved Baby, can’t get enough of Biscotti’s embellishments and details. In 2009, the Oakland, Calif.-based company revisited fancy trims and added coordinating sweaters, velvet jackets and shrugs—extras Judy Beall, marketing manager for Biscotti Inc., said are important to everyone’s business.

“Since consumers are spending less overall, we balanced our dress items with styles that can be worn for a variety of occasions,” she explained.

Rosana Harms, owner of Stage Left Fashions in Franklin Lakes, N.J., pinpointed Biscotti as the one brand her customers can’t pass up. “In today’s new market of consumers, Biscotti is exactly what my customers are looking for: bang for the buck,” she added.

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Diaper Bags: Petunia Pickle Bottom Petunia Pickle Bottom’s mantra for 2009? “Do what you do well, but better.”

According to Korie Conant, vice president and director of brand development for the the Ventura, Calif.-based company, the decision to update signature bags in classic colors and relevant prints rather than launch new lines anticipated consumers’ instinct to stay conservative. “We felt our retail partners would be better served with [more of the] beautiful prints and colors we all have come to expect from Petunia Pickle Bottom,” Conant added. Melissa McKinnie, owner of Mommie Chic and Me in League City, Texas, said Petunia Pickle Bottom’s fashion-forward designs never disappoint. “The shapes, fabric and colors are chic with a bit of edge. It’s not your typical coated baby bag,” she said.

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Girls’ Newborn/Infant: Kissy Kissy During tough times, people often revert to what they know. Kissy Kissy certainly reaped the rewards of that choice in ’09. “[Customers] like it because it’s been around a long time,” explained Mildred Hill, owner of The Little Shop in Atlanta, of the twelve-year-old brand. “It’s soft and sweet and classic.”

But a company doesn’t stick around for a long time without doing something right. “You get so much for the money,” noted Sara Beth Sheehan, owner of Giggles in Brentwood, Tenn., praising Kissy Kissy’s attention to detail, durability and ultra-soft fabric—a quality crucial to baby wear. The line’s owner, Roxana Castillo, carefully balances traditional and modern-day fashion.

“Our lines are timeless with variations for seasons and clients’ suggestions,” she said. “This has allowed for us to be successful in catering to different clients in diverse areas—not only in the U.S., but throughout the world.”

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Boys’ Newborn/Infant: Zutano Canadian Brand: Petit Lem “The best way to battle the recession is to design a good product,” noted Bram Azran, brand manager for Petit Lem. “If your product has any flaws in it, it’s too easy for [customers] to say no.” This year the Montreal company offered up its Euro-style product with price tags that would pleasantly surprise North American clientele. Petit Lem also surveyed retailers to determine precisely what end consumers wanted, which resulted in more designs catering to Midwestern tastes as well as more boys’ wear.

Tiffany Patch, co-owner of Mama Bear’s Childrens Boutique in Swedesboro, N.J., said her clientele is loving the brand’s diverse newborn boys’ choices. “It’s a tough category to please a customer,” she said, noting moms like baby boys to look like little men while the grandmas prefer traditional take-me-homes.

“Somehow Petit Lem does [design] masculine, but it still appeals to the grandmother who wants that baby look.” Melissa Tait, a buyer for Hip Babies in Rexburg, Idaho, added that the company’s colors are perennially fresh, and its one-piece multipacks are always an easy sell.

At Starlight Starbright in Folsom, Calif., Zutano was proving to be such a strong seller that co-owner Karen McConnell relocated its display this year to give it even more attention.

“We have quadrupled our sales of it,” she declared, noting that customers are drawn to the line because they can mix and match pieces for an accurate fit. Parents love the fact that an entire outfit can come in under $50, noted Ashley Meier, owner of Cowboy Babies in Ojai, Calif. “It’s the right price point everyone is looking for,” she said. Michael Belenky, president of the Cabot, Vt., company, attributed some of Zutano’s recent success to its Itsy Bitsy newborn line, which was introduced in ’08; a 3-month bridge size was added this year. While some manufacturers blame the economy for hurting their business, Belenky has a different philosophy: “It’s helped us improve the core of what we’re doing.

In some ways, it’s helped us do what we do even better.”

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FIRST LOOK

Anavini smocked dress.

Expect a riot of color in the Spring ’10 collections as designers attempt to combat retail blahs with unrelentingly happy hues. Silhouettes from sweet

Photography by Matthew Hranek. Fashion editor: Caletha Crawford

and traditional to edgy and forward burst with excitement. In girls’ wear, saturated hues add a child-like, feminine touch that stops just short of juvenile, while an explosion of bright turqs, teals and greens provide the boys’ category with unexpected and attention-grabbing appeal. As a whole, the trend is sure to inject the season with fun and enthusiasm shoppers will find hard to resist.

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Dress and leggings by Mustard Pie; shoes by Eleven Collection.

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A brighter retail picture comes into focus with fanciful spring collections designed to delight. Photography by Matthew Hranek

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Tank by Lemon Loves Lime; skirt by Jottum; LegRuffles by Huggalugs legwarmers; Eleven Collection shoes.

Opposite: Dress by Danica & Dylan.

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Hair and makeup by JSterling for JSterlingbeauty. Fashion editor: Caletha Crawford.

Hartstrings polo and Monster Republic swim trunks.

Opposite: TwirlyGirl dress; headband by Pink Pewter; Eleven Collection shoes.

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Dress by Isabel Garreton; Meg Dana headband.

Opposite: Room Seven dress.

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Jacket, button-down and pants by 4 Funky Flavours.

Opposite: Polo, jacket and shorts by Kapital K; shoes by Eleven Collection.

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Caught in the Web (continued from page 23) dollars from expectant par ents. As a bab y store, Fletcher’s for Children simply cannot allo w the bedding categor y to disappear, even if it means offering goods at a lo wer margin. Upon request, the store will occasionally match an e-commerce site’s prices to gain customer lo yalty. “A sale is better than no sale, ” Fletcher r easoned. I n addition, the stor e immediately mar ks most of its bedding as sale items. “ You just can’t sit there with a full mar kup because y ou look o verpriced,” Fletcher added.

“If you have all your bedding at full price, y ou’re never going PEM America

to sell any.” Before the Internet came into play, she said a bedding set purchased at wholesale for $150 would sell for $300; today, she’s lucky to have any takers at $239.

L ullaby Lane’s Warren tries to monitor the Web so she can order bedding that isn ’t as r eadily available online. S ome retailers ar e taking it a step fur ther and offering customiz ed bedding as a way to stand out among the cr owd. “ We do something that ’s mor e personal,” D aisy B aby’s Evans said, noting that 85 per cent of her bedding business is custom.

“It’s not like I’ m doing page 6 in the P ottery Barn catalog…

Online, y ou only hav e what y ou see in fr ont of y ou.” ( To attract r epeat customers, E vans offers a discount for those who return to r edecorate the r oom when a child gets older .)

Feiler of Beautiful Beginnings, which does 70 percent custom and 30 percent prepackaged bedding, also str essed the appeal in pr oduct differ entiation: “ Women don’t want to hav e the same nursery as someone else.”

Unfortunately, custom bedding was a no-go at F letcher’s thanks to its comparably hefty price tag. The stor e sho ws its exper tise in other ways, such as unear thing har d-to-find collections like organic bedding and setting up vignettes to show what a full room could look like when furnished. Other independent bedding stor es, like Tuck & Co ver, have found that offering fr ee design assistance is a way to sho w their expertise. I n the end, ho wever, it comes do wn to customer service. S howing dedication and pr oviding undivided attention is especially impor tant to ne w par ents, Feiler noted, because they want people to shar e their jo y. “ You can’t get that online,” she said.

•

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November/December 2009

ER_11_bedding.indd 50

Viable Markets (continued from page 26) for the industry, “We have made it a point to partner with local bu sinesses to p romote a nd he lp e ach ot her ou t du ring these tou gh t imes,” s he s aid. M eanwhile, A mericasMart i s beefing up its retail services team. Gibbs said a new manager has been hired to re ach out to k ids’ retailers on the behalf of the C hildren’s World a nd he lp a ccommodate t heir m arket visits.

Show managers are teaming up with exhibitors to help them g et t he mo st ou t of t heir s how i nvestments. “I n t he ’90s, [exhibitors] just s at b ack a nd w aited f or buyer s to t rip on into their booth,” Raeside said. “Now, you have to do your work ahead of time.” KIDShow gives its exhibitors a mailing list free of charge so they can promote their presence at the show before t hey a rrive, which helps t hem set appointments and prepare to do business in advance. This leaves them more time to f ocus o n ne w a ccounts, R aeside s aid, s tressing t hat that’s one of the main goals of exhibiting at any trade show.

Showrooms are taking action as well. In addition to sending ou t t heir t ypical p re-show e -blasts a nd f lyers, Terra Fazzio, president of N ew York’s Thread Showroom, said her team cre ated c ustomized “ buyer pa cks”—a m ailer o f l ine sheets c atered sp ecifically to e ach s tore—in t he we eks le ading up to t he O ctober A mericasMart s how. F azzio s aid t he extra effort proved successful, as Thread picked up 30 new accounts in At lanta. “We w ould d efinitely c ontinue t o d o those,” she said.

This past year, KIDShow launched a “Show Specials” program to he lp its exhibitors increase buyer i nterest. Before the show, vendors chose a de al to p romote, i.e. price promotions that retailers could then pass on to their customers. “We tried to convince them to not just do free shipping but rather great deals—something th at would r eally d raw p eople to their booth,” Raeside said. Retailers then received a pamphlet promoting these deals when they registered at the door, directing traffic to t hose vendors. About 35 companies took part during the August show, Raeside reported. While it meant some extra p re-show ho mework f or vendo rs, “I t hink f or m any it made a huge difference,” she said.

Deloach s aid t hat j ust a s re tailers w ho a re s erious a bout their businesses work day-in and day-out to keep them successful, the market and showrooms are doing their part, too.

“It goes back to all the little things we do for our buyers,” she said. “S o m any re ps a re w illing to op en e arly, wo rk l ate…

We’ve positioned ourselves to be [on top].”

“We u nderstand w hat t he wo rld i s l ike ou t t here, a nd we’re not taking any steps back from what we learned in ’09,” Kaye s tated. “Every bu siness h as to e volve a nd c hange w ith the t imes.” Most market a nd showroom e xecs a greed it w ill take time to work out of the recession, but creative outreach, incentives and building the best shows possible will help buoy the i ndustry. “Much l ike t he f act t hat it to ok 18 months to get i nto t he re cession, it’s not g oing to g o aw ay over night,” Deloach s aid. “Bu t [for t hose] w ho a re s erious a bout t heir business and interested in growing it, they will come out of it sooner rather than later.”

•

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11/4/09 11:50:03 AM

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For most stores today, gifts are the one area guaranteed to support and boost the bottom line. If you offer packaged goods, birthday items, keepsakes, holiday products, accessories, hosiery, toys or any type of infant apparel, gear, bedding or décor, inclusion in the January issue is a must.

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PUBLISHER’S STATEMENT 1. Publication Title: Earnshaw’s Infants’, Girls’ and Boys’ Wear Review.

2. Publication No.: 0320-090. 3. Filing Date: 10/2/09. 4. Issue Frequency: Monthly, except for bimonthly Nov./Dec. issue. No. of Issues Published Annually: 11. 6. Annual Subscription Price: $48. 7. Complete Mailing Address of Known Office of Publication: Earnshaw's, 8 West 38th St., Ste. 201, New York, NY 10018. 8. Complete Mailing Address of the Headquarters or General Business Office of the Publisher: (Same as #7). 9. Full Names and Complete Mailing Addresses of Publisher, Editor and Managing Editor: Publisher Caletha Crawford, 8 West 38th St., Ste. 201, New York, NY 10018; Editor Caletha Crawford, 8 West 38th St., Ste. 201, New York, NY 10018; Managing Editor Leslie Shiers, 8 West 38th St., Ste. 201, New York, NY 10018. 10. Owner (If owned by a corporation, its name and address must be stated and also immediately thereafter the names and addresses of stockholders owning or holding 1 percent or more of total amount of stock): Zapis Capital Group, LLC; Leon Zapis, 26202 Detroit Rd. Ste. 300, Westlake, OH 44145; Xenophon Zapis, 26202 Detroit Rd. Ste. 300, Westlake, OH 44145; Richard Bongorno, 26202 Detroit Rd. Ste. 300, Westlake, OH 44145; Maria Wymer, 26202 Detroit Rd. Ste. 300, Westlake, OH 44145; Donna Thomas, 26202 Detroit Rd. Ste. 300, Westlake, OH 44145; Renee Seybert, 26202 Detroit Rd. Ste. 300, Westlake, OH 44145.

11. Known Bondholders, Mortgages and Other Security Holders Owning or Holding 1 Percent or More of Total Amount of Bonds, Mortgages or Other Securities: None. 12. (For Nonprofit Organizations - Does not apply) 13. Publication Name: Earnshaw’s Infants’, Girls’ and Boys’ Wear Review. 14. Issue Date for Circulation Data Below: October 2009. 15. Extent and Nature of Circulation. Average No. Copies Each Issue During Preceding 12 Months/Actual No. Copies of Single Issue Published Nearest to Filing Date:

a. Total No. Copies: 17,967/18,996 b. Legitimate paid and/or requested distribution: (1) Paid/requested outside-county mail subscriptions: 11,815/11,344 (2) Paid/requested in-county subscriptions: 0/0 (3) Sales through dealers and carriers, street vendors and counter sales: 0/0 (4) Requested copies distributed by other USPS mail classes: 0/0 c. Total paid and/or requested circulation: 11,815/11,344 d. Nonrequested distribution: (1) Outside-county nonrequested copies: 3,801/3,784 (2) In-county nonrequested copies: 0/0 (3) Nonrequested copies distributed through other USPS mail classes: 0/0 (4) Nonrequested copies distributed outside the mail: 1,813/3,390 e. Total nonrequested distribution: 5,614/7,174 f. Total distribution: 17,429/18,518 g. Copies not distributed: 538/478 h. Total: 17,967/18,996 i. Percent paid and/or requested circulation: 67%/61% 16. This Statement of Ownership will be printed in the November/ December 2009 issue of this publication.

17. I certify that all information furnished on this form is true and complete. I understand that anyone who furnishes false or misleading information on this form or who omits material or information requested on the form may be subject to criminal sanctions and/or civil sanctions.

—Caletha Crawford, Publisher

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pub_statement.indd 54

11/4/09 2:44:27 PM

I SPY TO D AY ’ S TR E N D S

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Attitude Pie tank and tutu leggings

Heartache dress Angela Frost tunic and leggings

Haven Girl tank dress

Gypsy05 maxi dress

To Dye For

Tie-dye sheds its psychedelic roots in favor of a chic update.

By Angela Velasquez 56

November/December 2009

ER_11_12_Ispy_02.indd 56

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